When business owners and marketing professionals come across online marketing materials, they want to feel like they're interacting with another human being, albeit through a digital medium. Scientists have hypothesized that a robot that looks and acts like a human can cause distrust and even revulsion in humans – a concept referred to as the "uncanny valley." Similarly, if people think they're being pitched to by a robot, they will most likely find the transaction off-putting and uncomfortable. Customers simply do not like doing business with a robot.
In the next five years, approximately 80 percent of customers' transactions will be performed without any human intermediary. This provides all the more reason to spend time humanizing your digital marketing campaigns. Below are three tips help B2B marketing professionals ensure they don't come off as robotic to customers:
1. Don't overstuff with SEO and facts
Everyone understands the power and utility of a successfully crafted search engine optimization post with the right kind of data mixed in. It can provide a significant return on investment and increase brand awareness by a large margin. However, just cramming keywords and data together in a blog post without context or further elucidation will not only obscure your message, it may also detrimentally affect your ranking on the search engine results page. Customers don't want to read a keyword-stuffed post, they want to read a story and walk away with useful knowledge. Expound on your company's mission and culture in a conversational tone with fresh and focused content that's also engaging to the customer.
2. Incorporate more videos
Videos provide a more intimate window into your company's day-to-day operations, which can easily humanize your marketing team and other employees. Now is the perfect time to hone your video marketing too, since by 2017, it is estimated that 70 percent of all Internet traffic will be online videos. Meanwhile, 75 percent of business executives stated at least once a week they will visit a business website to watch a work-related video (2).
3. Combine offline and online strategies
Nothing comes off as robotic more than a purely digital marketing campaign. Merge the two techniques together to show off the human aspect of your company. Try incorporating customer testimonial in a video post, which essentially marries the first two tips together. Combining these two facets shines a spotlight on the real hero of your company – the customers.